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Good positioning is the key of the success in selling the product. It is important to understand that not all locations within outlet are good for the specific product. After getting the "Good" position, the next thing that we should take care about is the "Size". The Size means space that our products occupy on the rack in term of sales versus the competition. The space dedicated to our product should be equal or bigger than is the share of sales of our product in the market. You shuffle to the right, then you curve to the left. You shoot the loop, making your way under bright lights and colorful banners. After wandering though the grid, you emerge at the exit, dazzled by the sights you've seen. Are you in a fun house at the county lair? Could be, but you might just be in your local grocery store. Retailers use a variety of formats to display their wares. While some merchants use "power merchandising" tactics more than others, the overall goal is the same: present the merchandise in an inviting and informative manner. Studies show that consumers spend 15 to 20 percent more in stores they find to be well stocked, pleasantly kept and "fun." If you're a customer, maybe you'll recognize a few of the following techniques and appreciate the merchants' showcase efforts. If you're a retailer, maybe you'll pick up a few new ideas. There are many simple presentation techniques that can help consumers react positively to what you have to sell. Layout: Ever leel as if you're in a maze when you enter a store? It could just be poor planning or a lack of space. Many times, however, the layout is designed to help you move through the store. The loop layout is a popular modern design. The loop is intended to help customers move efficiently through the store and to increase sales by exposing customers to more items. A curving design is more of a free-flow setup intended to create a relaxed, browsing atmosphere. The classic floor design is a grid layout where isles run parallel and perpendicular to each other. This uses floor space well and simplifies stocking. Flow and Appearance: Shopping should be as easy and enjoyable as possible. If appropriate, carts and baskets should be available since customers may otherwise only purchase as much as they can carry. Good lighting makes things look crisp and clean, and carpet in apparel sections makes for a better presentation. Signing helps identify the store, answer questions, and can be used to draw customers into underused sections of the store. Wide, open aisles are nice because bumping into shelving or other customers can be quite frustrating. Sometimes displays are extended into aisles intentionally, which impedes passage but ensures prominence. Positioning and Arrangement: Vertical merchandising places like items together in a column, usually putting large things on the bottom and small things at the top. The "sweet spot" for shelf space is between waist and eye level because the goods are easiest to see and reach. Prime merchandise is often located here. Arrangement can be done in many ways: style, price, color, size and so on, depending on what works best. Shoes, for
example, are often arranged by style. Cross merchandising displays related items jointly, such as hanging bottle openers in the same area as the bottled soda. Cross aisle merchandising puts related items on both sides of the aisle to keep related goods together. Projects: Displays are coupled with how-to information with the idea of selling an entire project instead of just one product. This can be especially helpful for do-it-yourselfers. Potential buyers can inspect the goods and learn how to effectively utilize the merchandise. An example would be a display showing how to fix a leaky faucet, with all of the tools and necessary parts nearby. For apparel or home furnishings this often takes place as theme or ensemble displays. Stirring: Moving merchandise can make it appear as though the retailer is changing inventory and bringing in more stock than is actually the case. It can give an appearance of diversity and change. Seasonal items may be brought to the front of the store. Clearance racks may be used to pull customers through other lines of merchandise. Endcaps, Dumpbins, and Cutcases: Endcaps are displays at the end of an aisle, dumpbins are large hoppers full of merchandise, and cutcases refer to merchandise in the original container. Cutcases convey a low-budget, bargain-basement image. Endcaps and dumpbins are usually used to highlight sale, sundry or seasonal items. They are changed frequently and are intended to promote impulse purchases. Power Aisle: A power or action aisle is a wide corridor running through the store. Often it is marked with signs or floor paint. A power aisle leads customers though the store and makes use of endcaps, dumpbins and displays. There are many other tricks of the trade, which underscore the notion that retailing is as much art as science. When it comes to presenting a positive image, detail makes the difference. From a consumers point of view, a supermarket is quite simple; Put what you want into your trolley and go through the check-out. Behind the scenes though, psychology is used a lot to define what products and brands you buy in supermarkets. Stands are designed to catch your eye and the store layout is structured to maximise profit. Through my investigations, I have found the following tactics can be used supermarkets and similar stores. Eye level marketing Generally speaking, the most expensive items with high profit margins are placed on shelves that are at shoppers' eye level. This is because you are more likely to see them than the less profitable brands at the very top or near your feet.. Aisle order Some customers, particularly men, tend to simply shop for what they want, walking down an aisle grabbing what they want, turning back and walking the way they came, this is called the 'Boomerang Effect'. In order to maximise
shopper and produce contact time, shops therefore place major items and brands in the middle of aisles ensuring that from any direction the customer has to walk the furthest to reach them. Product grouping Items that complement each other are often found close together to entice you to buy more. You'll often find pasta sauces on the same display as a featured brand of pasta. Food smells make you feel hungry Another tactic supermarkets use is the smell of freshly baked bread coming from the in-store bakery during the after-work rush. The smell of warm bread makes people feel hungry. When you feel hungry while shopping you are more likely to buy additional items. Canned smells Most Supermarkets bake their bread early in the morning, however to entice more custom some have resorted to pumping out the smell of fresh baking bread to add to the illusion that it is constantly baked through the day. Essentials at the back Supermarkets hit upon the idea of placing the essentials, such as bread and milk, at the back of the shop. This is in order to make people have to walk past the rest of the produce, and heighten the possibility of impulse buys, in order to get their necessities. Changing rooms in clothes shops are almost always situated at the rear of the shop. Attracting children One American supermarket chain hit upon the idea of drawing a hopscotch in the aisle next to the children's cereal in order to make the children play and thus pin Mum & Dad to a point where the children could hassle them for treats. Irrational Pricing Irrational pricing is putting the price of items at say 4.99 instead of 5. The reason offered for not instead rounding $4.99 to $5.00 is based on memory processing time. Rounding upward involves an additional decision compared with storing the first digits. Furthermore, due to the vast quantity of information available for consumers to process, the information on price must be stored in a very short interval. The cheapest way to do so, in memory and attention terms, is by storing the first digits. Therefore customers perceive to be getting a better deal than they in fact are. Order Of Price Shops will often be laid out in order of price with the most expensive items being encountered at the beginning of your visit and the cheapest at the end. This is done to play on our sense of comparison, we are much more likely to spend money on accessories etc if we have just agreed to buy an expensive item, as in comparison they will seem cheaper than had we encountered them first. Point Of Sale Whilst you are waiting to pay retailers often install Point Of Sale displays, this is especially prevalent in Supermarkets who install racks of chocolate to tempt bored children waiting with their parents. Shuffle
Many shops have a policy of regularly rotating the stock, this happens especially in supermarkets where people regularly shop for the same items. The idea obviously is to confront customers with a variety of items aside from their regulars and encourage them to explore areas of the shop they may not usually visit. Time The longer customers spend in a shop the more they are likely to spend. Therefore shops work to make sure customers have to spend the maximum amount of time in their stores, placing obstacles constantly in the way of efficient shopping. Open Invitation
Store layout begins outside the supermarket, a bit like 'kerb appeal' when selling a home. The windows tend to be large and bright, with a tempting display of products to entice the customer inside. The invitation is often reinforced by having an entrance that is always open, with a curtain of warm or cool air, depending on the climate. Where weather conditions do not permit this, the entrance doors are automated and give as little hindrence as possible.
Immediately inside the entrance to the supermarket is the 'decompression zone'. This is where customers 'recover' from the environment outside. Spectacles are de-misted, umbrellas folded away, car keys pocketed, sunglasses removed, and the customer gets used to the new environment. At this point their thoughts are not on buying, so this is not an area suitable for intensive selling. The only appropriate sales area here is at the very back of the zone.
Tendency to Look Right
It has long been known that over 75% of customers tend to look right when entering a supermarket - it's simply the way the world is. For this reason the area immediately to the right of the entrance and the decompression zone is used to display special offers and promotional items.
On passing through the decompression zone, customers enter the 'dwell zone'. This is an area where they will slow down to a pace more suitable for shopping, often stopping in their tracks. Newspapers and snack foods are often sold here.
The Power Isle is a major ‘motorway’ through the center of the store. It is the route people return to after venturing into nearby isles, and is a route everyone passes through. The strongest offers are displayed here, showing customers which departments have bargains, and drawing them in to these areas. Be aware you are being sold to as you walk through here. You may want to make it work for you, and if you have limited time, always visit the power isle to check the offers.
We are generally quite lazy when visiting the supermarket, and like to find quick solutions to mealtime problems. When you come across a stand selling pasta, pasta sauce, ciabatta and diced chicken, you have found a quick option for an evening meal. Other food and products that have similar relationships can be sold together, so that even if one or two of the components are over-priced, it is simpler to buy the set in one place, than to visit a number of stores looking for better deals.
Location of essentials
Everyday food items such as bread, milk and cereals are placed at the back of a supermarket. This means that customers must walk past seasonal products and special offers to get to them. The technique maximises the exposure of less commonly bought goods.
When customers shop in a store regularly, they will tend to buy the necessary items on their list and walk out. This can become an almost robotic process, with little thought given to what is bought or what other options might be available. To break the pattern, the location of individual products is often changed on a regular basis. This means customers have to look for the products, and explore other products and offers.
Laying the Foundation
Retail space can be manipulated to attract customer attention, direct customer movement and influence customer behavior. All shoppers exhibit similar and predictable responses to certain visual stimuli. As customers enter the store, they scan the environment and get an overall impression. As the eyes move across multiple visual planes, they stop at points defined by visual merchandising techniques. All of the effective techniques and philosophies of merchandise presentation and communication used by retailers are based on principles of perception and human behavior. In terms of human behavior, surveys tell us that 80 percent of customers will turn to the right upon entering a store. This, combined with the aforementioned principle of perception, is an important piece of information to have when developing a store layout. Itâ€™s important to remember that customer service begins with a great floor plan. Effective store design leads customers through the store and helps them navigate the selling environment. A well-conceived floor plan directs the customer to where you want them to go. Controlled traffic flow is the most important tool at our
disposal for gaining maximum merchandise exposure. If they turn to the right upon entering the store, position a vertical focal point at the end of the aisle or sight line. This will draw them forward. You are now moving them where you want them to go. As customers see these presentations, they approach them. Theyâ€™ll meander or bounce from one presentation point to the next. These sequential points of travel are controlled by store designers and visual merchandisers.
Work Your Way Up
Vertical merchandising is a key component of a thriving retail environment. When presenting merchandise, we must maximize all visual opportunities. All too often, when designing a store, retailers think only in terms of square footage. But selling space should be thought of in terms of volume or cubic footage. Merchandise presentation is most effective when we consider it in threedimensional terms. To intensify visual impact and make dynamic merchandise statements, consider the â€œairspaceâ€ above eye level. A flat sea of merchandise is unattractive and unappealing to the customer. Vertical merchandising moves the eye upward, unfolding new vistas and merchandise stories. It allows you to call out and showcase select classifications. While we must use the vertical opportunities presented to us by existing architectural conditions, good judgment and a discerning eye are critical; retailers must choose their spots carefully. When setting up a selling floor, strive for an aesthetic balance between positive and negative space. Positive space is defined as the space occupied by merchandise on fixtures or walls. Negative space is the emptiness between fixtures and on walls, the airspace above fixtures and the space allocated to the aisles and entrance areas. Aesthetic balance between positive and negative space will create an atmosphere that welcomes the customer into the store and into each department. Excessive vertical merchandising â€” use of that upward positive space â€” will create a warehouse-like atmosphere. But strategically positioning vertical presentations of merchandise throughout the space will have several constructive effects. First and foremost, vertical merchandising is a great attention-getter. Line movement implies direction and attitude. In artistic terms, vertical lines are eye-catching, powerful and bold, while horizontal lines are more casual, restful and relaxed. A vertical presentation makes a strong and compelling merchandise statement that is visible from a great distance. A vertical presentation will call out a classification of merchandise and differentiate it from other merchandise. A well-thought-out positioning of vertical presentations will clearly create interest on the selling floor. It will negate the ill effects of a flat and boring registration of merchandise.
Inject Life Into Displays
Todayâ€™s customers look beyond commodities and basic merchandise offerings. Wants become needs, and luxury goods become must-have items. This informed customer demands selection and quality. To fulfill these expectations, successful retailers place a great emphasis on compelling lifestyle presentations that show the merchandise as itâ€™s intended to be used. Vertical merchandising is a great way to show lifestyle presentations and groupings of associated merchandise. It captures customer attention, captivates the imagination and encourages purchases. Furthermore, lifestyle presentations that tell the whole story combine classifications of merchandise, thereby promoting multiple sales.
Vertical merchandising and effective utilization of cubic footage plays an important role in promoting and assisting customer circulation to all parts of the store, exposing them to the full assortment of merchandise. To accomplish this, the store is divided into three specific merchandising zones: The aisle zone. Fixtures in the aisle zone â€” those closest to the viewer â€” should have the lowest vertical profile of all the fixtures in the department. Fixtures in this zone welcome the customer into the department and announce the full assortment of merchandise housed in the bulk-of-stock and wall zones. The bulk-of-stock zone. As the eye moves ahead toward the â€œbulk zone,â€ fixtures should be slightly higher. The bulk of stock is the mass-merchandise section of the selling floor that bridges the aisle and wall zones. The wall zone. Moving further ahead, presentations on the wall should have the highest vertical profile within the department. This variation of fixture heights is known as the arena effect. It allows the merchant to fully utilize the cubic footage, enabling the customer to see all of the available merchandise. When standing in front of the department, all zones are visible, transforming an otherwise static department into a dynamic selling space. Merchandise is more visible and more interesting. The customer is encouraged to spend more time shopping with a greater tendency to buy.
Up Against a Wall
When merchandising, never underestimate the power of the perimeter or the walls. Walls are effective and dynamic merchandising tools. They define the boundaries of an area while promoting and directing traffic flow. A strong vertical wall presentation will attract the customerâ€™s eye from a considerable distance, enticing movement toward, into and through a department. Walls are important selling fixtures that present us with the opportunity to create focal points and vertical presentations of merchandise. Moreover, they are perfect vehicles to support both informational and environmental graphics, as well as merchandise-enhancing props. Consistent utilization of proven visual-merchandising techniques on wall presentations creates impact and strong merchandise statements. When creating a merchandise projection or display, the imaginary lines of a vertical triangular shape become the framework or guidelines for a powerful presentation format. This utilization of vertical space creates compelling, eye-catching presentations. A wall, like the selling floor, also can be broken into three zones from floor to ceiling. Each zone of a wall presentation has a different impact on the viewer. Zone one. On the lower portion of the wall, merchandise enters the field of vision only when the customer is directly in front of the elevation. Here, the full range of merchandise is readily accessible to customers at armâ€™s reach. Zone two. On the middle section of the wall, merchandise is presented at eye level, in full range of the customerâ€™s field of vision. Merchandise in this zone should communicate product detail and quality by highlighting and prominently displaying key items. This creates visual impact and places merchandise within easy access of the customerâ€™s reach.
Zone three. On the upper section of the wall, we have the opportunity to communicate with customers from a great distance. The merchandise is typically beyond the customerâ€™s reach but is highly visible upon entering the sales area. This zone is used for duplicate exposure by repeating bulk merchandise from the display above. Additionally, product information can be added in the form of lettering, graphics or actual product.
Mastering the Uphill Climb
One of the challenges for all retailers is to create order out of chaos. A retail environment, with its many product offerings and visual stimuli, can be overwhelming and intimidating to the customer. If the space lacks organization, it will not promote a positive shopping experience. The successful retailer understands that the store is a tool of communication. By controlling the physical environment and employing effective presentation techniques, we can convey quality messages to the targeted customer. Vertical merchandising speaks to the customer and draws them off the aisles and into the department. It maximizes space, promotes merchandise exposure and increases productivity.
How the Eye Works
With an understanding of the mechanics of our eyes, we know that the vertical image is dominant over the horizontal image. The field of vision of the human eye is analogous to the cone of light emitted by a flashlight. An area of concentrated viewing is located in the center of the field. The plane across the field of vision loses focus at the left and right edges. The horizontal boundaries of the field of vision are referred to as peripheral vision. We discern images at the far edges of the field of vision, but must move our eyes or turn our heads to get them in focus. Because of this physical condition, vertical presentations are typically more interesting and effective than horizontal presentations. Vertical merchandising thus becomes an important presentation tool.
Shopability and impulse factors are: Density Accessibility Cross-merchandising Density Density refers to the amount of merchandise on the selling floor or fixture. It's an ongoing challenge to determine just how much stock to present -- not to mention working around the realities of everyday retail life such as late shipments, over-stocks and over- or under-zealous buying decisions.
Some retailers detail and map the presentation capabilities of their fixtures to assist with buying and sales forecasting. If you know how much merchandise the store will "hold," you can buy to that quotient and plan upcoming seasonal presentations. Sophisticated shelf-management computer software enables many retailers to buy to the store's physical capacity, generate presentation plan-o-grams and track sales and turn-over rates at the department, category or SKU level. Smaller retailers can accomplish similar results by analyzing each fixture's optimum density, compiling a detailed capacity target and communicating those facts to both buyers and store management. The reality of retail is that rarely on any given day will you have exactly the right amount of stock for each and every fixture. A productive store is constantly in a state of change as customers buy product which is replaced by new product. Fixture-stocking and shelf maintenance should be everyday routines to ensure stories remain fresh and powerful. Sales staff must be trained and held accountable for maintaining merchandise presentations. To add to the store's buy-appeal it should always appear well-stocked, but not bursting at the seams. Empty or sparsely merchandised fixtures give the impression that you do not have a complete assortment or are in a state of transition. Conversely, over-stocked presentations are overwhelming to the customer and discourage producthandling. Tip: How to maintain shopability and buy-appeal when you're peaking with stock: Hold some of the product in the stockroom and "flow it" to the sales floor daily. Expand the assortment onto fixtures in adjacent areas. If you have more than one location, balance the assortment between stores. Feature the product in your windows or displays to create demand. Increase the capacity of your fixtures. For example, widen shelves or use longer pegs.
Accessibility Accessibility refers to the customer's ability to view the merchandise's best assets and make a purchase with minimal effort. Time-pressed customers will simply not take the time to strain, reach or squat to remove items from fixtures for closer inspection. By taking into account the customer's vantage, retailers can position the merchandise attributes in the most flattering way. Human nature plays a big role in the deciding moment when a customer is standing in front of a merchandise story. Just as customers have an intuitive inclination to turn right as they enter a store, they also visually scan and subconsciously shop fixtures in an equally discerning fashion. North Americans read a page of text from left to right and similarly tend to visually scan fixtures at eye level, as though they are "reading" the story. Given these behavioural tendencies, merchandise is best presented: from left to right at eye and hand level face-out
vertically Small to the Left, Large to the Right Stores that sell items of various quantities or price points obviously profit from selling the largest size or the highest price point. Next time you are in a grocery or drug store, notice that the larger volume or size item of a brand is usually stocked to the right of the smaller item. This applies to everything from shampoo, laundry detergent, breakfast cereal to orange juice. It also applies to retailers with inclining price points and value, such as good-better-best programs -- towels, toasters, glassware -- anywhere you can offer inclining value for a little more money. The fact is, roughly 80% of customers are right-handed and are inclined to go for the larger size with their right hand, or continue to the right to compare features and value. Tip: Here are some placement tips geared to the right-handed shopper: Place items packaged together to the right of packaged singly. Position higher price points to the right of lower price points. Set informative signs to the right of the product they are describing. Place more profitable house brands to the right of name brands.
At Eye and Hand Level As a rule, customers visually scan at eye level and make a purchase decision at hand level, making the space in between generally the most productive in any store. The spot most guaranteed to generate sales is at the optimum buying height of 5 foot, 3 inches. If your customer is taller or shorter than average because of the nature of your specialty, adjust your eye-level merchandise accordingly. Here are some eye/hand level tips: Place product displays or unpackaged samples at eye level where the customer will see it, and the product directly below, at hand level, where the customer will reach for it. Vertically merchandise product to expose vast quantities at both eye and hand level for a sense of assortment. Detailed product signing should always be at eye level for easy readability. Save eye and hand level locations for your most profitable merchandise-- it's prime real estate. Face-Out Merchandising Face out refers to positioning the front of the merchandise facing the customer. A patterned bowl or plate, for example will benefit from an easle or riser presentation to show the design, rather than a stacked presentation. With boxed product, the packaging graphics usually have a good side -- a photo or colourful graphic to indicate what is inside the box -- that makes a great face-forward presentation.
Face-out presentations have more buy-appeal, since the front of the product or graphic enhancement on the box is usually more interesting and colourful than the "side face" of the merchandise. Customers can also see the front of the product without having to struggle to get the item from the shelf. Vertical Merchandising Vertical merchandising refers to the placement of merchandise from top to bottom on a fixture, rather than from side to side. By presenting an assortment of merchandise vertically you will expose customers to a greater variety of your assortment at eye level. And, since the customer is naturally inclined to read at eye level from left to right, and buy at hand level, this technique looks good and encourages purchases. Tip: Use a single product or colour to create impact and capture interest. Use consistent shelf or fixture heights to maintain uniformity and clarity. Front face product so that customers can see it. Cross-Presentations Today's customer is hurried and harried, and appreciates merchandise presentations that spark their interest and plant a seed. Exciting presentations also add to the overall image and impression of your store. Customers remember stores that present product creatively and make shopping fun. Essentially, there are two methods of cross-presenting merchandise in the store. They are: Within a parent or home department Outposted in a high-impulse location of the store Cross-Presenting within a Parent Department Cross-merchandising suggests an additional item that "goes with" the primary item the customer is considering. Some simple cross-merchandising examples are peppermills and peppercorns, bath towels and bath salts/oils and gift wrap in a gift department. More exciting examples are a strike zone of themed merchandise, such as a "Flower Power" presentation with a complete story of retro-sixties bedding and bath fashions in bright florals and coordinated accessories, such as slippers, shower caps and reading materials. To be effective, cross-presented merchandise must relate in a logical way, such as: Coordinating items that would be used together, such as pasta, sauces pasta cookware and pasta cookbooks Items that are colour coordinated A range of products that offer customers choice within a particular category such as cappuccino or espresso coffee-makers and plain or patterned dinnerware that can be mixed and matched
Products that offer themed ideas such as baby gifts, stocking stuffers or a fondue story Cross-merchandising pays off best when located in prime real estate areas such as: strike zones - along aisles and on endcaps focal points -near service areas such as cash desks or fitting rooms Merchandise Outposts Outpost, by Webster's definition, is a military expression meaning, "an outlying branch of a main group." Retailers can also deploy "additional forces" by creating outposts at strategic areas. These can be both permanent outposts and temporary outposts. Creative retailers are intuitive about what customers may want or need and station these items where the customer would be most likely to consider them. A light bulb assortment in a lamp department, batteries in a gadget department and funky namecard holders in a dinnerware presentation are simple examples to suggest an add-on item. More temporary outposts satisfy immediate or timely needs, such as outposting gift cards, wrap and bows at Christmas or champagne flutes and party favours at New Years. Both permanent and temporary outposts are most effective in high-traffic locations, such as near the store entrance or cash desk, in strike zones, or even outside of the store to draw traffic in, provided they do not damage the store's image. Seasonal stories and related items offer other natural outpost items to capitalize on calendar or local events. Here are a few examples: A gift store outposts a cross-sectional story of "Gifts for Dad" near the cash desk prior to Fathers' Day. A kitchen store outposts dry and canned goods along with paper bags near the checkout lines as part of a food-bank drive at Easter, Thanksgiving and Christmas. A tableware store outposts a selection of `Teacher' gifts during the holiday season. Tips: Ensure you keep a selection of the product within the "parent" department where the customer expects to find it. Strategically locate your outpost in a high-impulse area, near or with related product. Stock the outpost with a sufficient quantity of the product to make an impact. Remove or replace the outpost when it sells down or is no longer relevant. Reality Check The deciding moment is when is a customer is standing in front of a fixture, preparing to make a purchase decision. In a split second, a sale can be made or lost. Having the right merchandise is paramount, but presenting the merchandise in an artistic manner while at
the same time taking into account the customer's motivation and natural shopping inclinations is equally influential in realizing a sale. Many stores let the customer down when it comes to presenting the merchandise. Rather than making the shopping experience easy and exciting, customers are tripping over boxes in the aisles, reaching for high-demand items on towering shelves, fumbling through tables and dump bins for the correct size or ripping open boxes, trying to see what a packaged product looks like. Some customers will bear this less-than-desirable experience, but most won't. Minimizing customer effort translates into giving them more time to shop and purchase more merchandise. Presenting for buy-appeal VERTICAL MERCHANDISING There are two ways retailers merchandise product that is set on shelves or hung on a wall – horizontally and vertically. If you choose a horizontal presentation you make it harder for clients to easily see your product selection. For the sake of demonstration, let's say that you have a 4foot section of slatwall with four shelves, and you have four different products to display in this space. If you choose a horizontal presentation, placing just one type of product per shelf, then you severely limit the amount of items clients are likely to see as they scan a shelf. If they only glance at the second shelf, they will only see that particular product. A vertical presentation is almost always your best bet. Any time you display product vertically, you expose the customer to a greater variety of the assortment at any eye level. And since we are naturally inclined to read from left to right, Vertical Merchandising encourages purchases because it exposes clients to a greater variety of your assortment at any eye level.
This post is Part 1 of a series of posts from Kizer and Bender. They have presented their funeral industry specific keynotes and seminars at many industry functions since 2005, most recently at NFDA 2008. They have also consulted for industry companies including Wilbert Funeral Services, Inc. and Paws and Remember. Their mission with Wilbert was to use the science of shopping to create merchandise displays that help product sell itself. 1/2
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